Promoting Australia to the world
For over 40 years Tourism Australia has been promoting Australia to the world and over those years we've learned a lot about what is unique and special about our country, and what sets Australia apart from the rest of the world.
Our tourism brand is one building block within the broader Brand Australia concept. It inspires our brand positioning, proposition and personality, as well as our target audience.
Our brand positioning, proposition and personality
Our brand positioning statement provides the guide for our brand communications strategy. It outlines the strengths and associations that make our brand not only different but also meaningful.
The people of Australia are friendly and straight talking and open. Their sense of mateship and their no worries attitude make all visitors feel welcome. They make it easy to enjoy adventures beyond imagination. Whether it’s in Australia’s wide-open landscapes, pristine oceans or vibrant cities a holiday in Australia is an opportunity to experience a vast yet accessible adventure playground. You don’t just visit Australia, you live it.
Our brand proposition links closely with our brand positioning and describes what makes our brand a unique holiday destination. It also acts as a succinct statement of intent that captures the sense of what a visitor can expect to experience on a trip to Australia.
On holiday in Australia you don’t switch off you switch on. The unique experiences you have and the people you meet will make you feel uplifted and full of life.
Our brand personality is a distinct part of our brand. It describes the human characteristics that we associate with our brand. These characteristics are emotionally driven and they relate to how we represent our brand to our target audience.
High spirited, down to earth, irreverent, welcoming.